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Consumer Behaviour > Mid-term 2 > Flashcards

Mid-term 2 Flashcards

1
Q

What is classical conditioning?

A

The learning of associations among events that allows us to anticipate and represent our environment.

The bell/dog

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2
Q

What is instrumental conditioning?

A

learning based on a trial and error process, with habits forced as the result of positive experiences (reinforcement)

response is instrumental to reinforcement outcome

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3
Q

What is Cognitive learning

A

learning through internal mental processes

there are 3 types:
1. observational learning
2. rote learning
3. reasoning learning

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4
Q

What is observational learning? (Cognitive learning)

A

The process by which individuals learn by watching others and imitating their behaviours

a type of social learning

This form of learning doesn’t require direct experience but relies on people like your parents

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5
Q

Personality Theories – Freudian, Neo-Freudian, Traits

A
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6
Q

What is a personality?

A

a person’s unique psychological makeup that differentiates us from one another

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7
Q

What is the Freudian personality theory

A

Much of human behaviour results from the struggle between three symbolic self systems:
1. Id
2. Superego
3. Ego

When using it in marketing it appeals to unconscious motives.

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8
Q

What is the Id symbolic system? (Freudain personality theory)

A

The warehouse of primitive impulsive drives; pleasure principle

represents our most primitive desires

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9
Q

What is the Superego symbolic system? (Freudian personality theory)

A

Internal expression of society’s moral and ethical codes of conduct; oughts

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10
Q

What is the Ego symbolic system? (Freudian personality theory)

A

Conscious control; reality principle

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11
Q

What are Neo-Freudian Theories?

A

They are rooted in the belief that social relationships are fundamental to the development of personality.

  1. Erik Erikson
  2. Karen Horney
  3. Carl Jung
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12
Q

What is Erik Eriksons Neo-Freudian theory

A

Personality develops throughout life

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13
Q

What is Karen Horneys Neo-Freudian theory

A

Personality depends on how we interact with others

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14
Q

What is Carl Jungs Neo-Freudian theory

A

collective unconscious
archetypes
persona

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15
Q

What is the trait theory?

A

Traits are consistent across situations, stable over time, reflect individual differences on the behaviours relates to the trait

the trait theory relies on quantitative measurement of specific traits

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16
Q

What are the big 5 personality traits?

A
  1. openness
  2. conscientiousness
  3. extraversion
  4. agreeableness
  5. neuroticism
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17
Q

What is Self Concept

A

Beliefs a person holds about their own attributes and how they evaluate those qualities

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18
Q

What is Self Complexity?

A

the extent to which a person has many different and relatively independent ways of thinking about themselves.

marketers pitch products to facilitate active role identity

these roles could be identified as a:
- sister/brother
- friend

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19
Q

What are the different types of self concepts?

A
  1. ideal self
  2. actual self
  3. looking glass self
  4. extended self
  5. digital self
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20
Q

What is the ideal self? (self concept)

A

conception of how the person would like to be

21
Q

What is the actual self? (self concept)

A

more realistic conception of how the person is

22
Q

What is the looking glass self? (self concept)

A

the conception of the self we think others see

23
Q

What is the extended self? (self concept)

A

the conception of the self created using props

24
Q

What is the digital self? (self concept)

A

the conception of the self we present virtually

25
Q

What is social comparison?

A

The person evaluates their self concept by comparing it to other people

26
Q

what is impression management?

A

occurs when we work hard to manage what others think of us and we consume products that we think will present us in a good light

27
Q

what is the ABC model of attitudes?

A

It stands for Affective, Behavioural and Cognitive

28
Q

What is the affective component? (ABC model)

A

feelings and emotions towards something

“composting is important to me”

29
Q

What is the behavioural component? (ABC model)

A

past and future activity

“I compost wherever I go”

30
Q

What is the cognitive component? (ABC model)

A

thoughts and beliefs

“compost reduces CO2 emissions”

31
Q

How are attitudes formed?

A

Attitudes are learned and formed based upon personality characteristics

32
Q

what is the consistency principle?

A

consumers value harmony among their thoughts, feelings and behaviours, and are motivated to maintain uniformity among those elements

33
Q

what is attitude commitment?

A

the degree of commitment is related to the level of involvement with attitude object

34
Q

what is internalization? (attitude commitment)

A

Highest level: deep-seeded attitudes become part of consumer’s value system

35
Q

what is identification? (attitude commitment)

A

Mid-level: attitudes formed in order to conform to another person or group

36
Q

what is compliance? (attitude commitment)

A

Lowest level: consumer formed attitude because it gains rewards or avoids punishments

37
Q

what is the balance theory of attitude?

A
38
Q

what is the functional theory of attitudes?

A

attitudes exist because they serve some function.

  1. Utilitarian function
  2. Value expressive function
  3. Ego-defensive function
  4. Knowledge function
39
Q

What is the utilitarian function? (theory of attitudes)

A

Consumer attitudes
reflect the utilities
that brands provide.

40
Q

What is the value-expressive function? (theory of attitudes)

A

Consumer
attitudes
reflect
values and
beliefs and
marketers
can create
ads that
support
those
notions.

41
Q

What is the ego-defensive function? (theory of attitudes)

A

People form
attitudes to
protect
themselves
from sensing
doubt and to
replace
uncertainty
with feelings
of security and
confidence.

42
Q

What is the knowledge function? (theory of attitudes)

A

People form attitudes
out of a strong need to
understand the
characteristics of the
people, events, and
objects they
encounter.

43
Q

What is the theory of planned behaviour?

A

behaviour id determined by intentions, attitudes, and subjective norms.

44
Q

What is the elaboration likelihood model of persuasion

A

seeks to explain how people are persuaded by the messages they receive.

suggests there are two primary routes to persuasion:
1. Central route
2. Peripheral route

45
Q

what is persuasion?

A

the process by which a
message induces change in
beliefs, attitudes, or
behaviours

46
Q

What is the central route? (elaboration likelihood model of persuasion)

A

audience: motivated, analytical, highly involved.

processing: high level of mental processing committed

persuasion: long-lasting attitude change likely

47
Q

What is the peripheral route? (elaboration likelihood model of persuasion)

A

audience: unmotivated, not analytical, low involvement

processing: low level of mental processing, focused on “cues)

persuasion: temporary attitude change likely

48
Q
A

Consumer Behaviour (2 decks)

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